SDM-P10

SDM-P10
PGDM-2010-12: Term-V

Sales and Distribution Management
Prof. Subhasis Ray

Introduction

This course is for those who want to make a career in marketing and those who want to head an organization in the future. Both will require skills in leading great sales teams and building channels to reach target markets. In fact, irrespective of your function in your organization you will come across sales teams. In marketing you have to, of course, manage these functions. In HR, you need to understand, for example, how and why training needs of sales managers are different from others. In finance, you need to understand how to manage the incentive structure of your sales team in relation to the credit given to distributors.

Getting products to reach their final customers is the goal of all businesses. This last link in the business chain takes many forms across industries. Some companies prefer to sell direct to its customers while others create structures and systems. In this course we will look why and how such decisions are taken. Note that a channel to distribute products and a sales team to manage that, is universal to all companies..

The course we will focus on these two separate yet interlinked areas of management, which is, together, also known as ‘go-to-market’ strategies of companies.

In sales management, we will talk about how sales teams are created. Briefly touching on the different techniques of selling, we will discuss the training, motivation, incentives for these teams and the occasional conflict that arises. Note that the course is not about selling but how to manage teams that do. It has elements of leadership and team building

In distribution or channel management, we will work upon designing channels and managing them. We will discuss the myriad issues that arise when sales managers start managing their teams and their channels. With the current waves made by organized retailing, we will try to understand the dynamics of this market. New channels like internet and the challenge of integrating them to existing structures will also be discussed. The outline given below is flexible and we will customize it in the course of the programme.
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Course outline

· Introduction- personal selling- setting sales objectives

· Sales Related Marketing Policies

· The sales organization

· Sales department relations and distributor relations

· Sales force recruitment, training and retention

· Sales force motivation and compensation

· Sales budgeting and setting targets

Channel design

· Channel dynamics- is outsourcing distribution a good idea?

· Channel power, conflict and resolution

· Managing multiple channels: issues with unwanted channels

· Organized retailing:

· Online channels/market making

· Multichannel conflicts and brand building on the web

· supply chain in distribution

Evaluation components

Quiz: 30

End Term : 40 points

Project : 40 points

Total : 100 points

Texts for the course

· Sales Management, Charles Futrell

· Marketing channels, Coughlan , Ansary
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· Sales and Distribution Management: Havaldar ( for Quiz)

· Sales Management: Cundiff and Govony
Created By: Debasis Mohanty on 08/11/2011 at 10:23 AM
Category: PGDM-II Doctype: Document

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